Role of Social Media Influencers in Tourism Destination Image: How Does Digital Marketing Affect Purchase Intention?

DOI

10.2991/assehr.k.200331.114How to use a DOI?

Keywords

social media influencer, destination image, brand image, purchase intention

Abstract

This study aimed to measure the influence of social media influencers, destination image, and brand image on the purchase intention of tourists who visited the Bratan Lake, Bedugul, a major tourist attraction. The study population comprised foreign tourists; the sample size was 179. Respondents were selected using the convenience sampling technique. The data was then processed and analyzed using structural equation modeling with PLS software. The results show that social media influencers, destination image, and brand image have a positive and significant effect on purchase intention. Brand image has a higher correlation-coefficient value compared to destination image with regard to purchase intention. This indicates that the manager of a tourism destination should take into account the price paid by tourists for the attributes and the benefits they receive. The three indicators of brand image are quality, track record, and reliability, indicating that tourists will look to fulfill their previously held expectations during and after traveling.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - I Putu Gede Iwan Trisna Jaya
AU  - Ida Bagus Teddy Prianthara
PY  - 2020
DA  - 2020/04/03
TI  - Role of Social Media Influencers in Tourism Destination Image: How Does Digital Marketing Affect Purchase Intention?
BT  - Proceedings of the 3rd International Conference on Vocational Higher Education (ICVHE 2018)
PB  - Atlantis Press
SP  - 9
EP  - 20
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.200331.114
DO  - 10.2991/assehr.k.200331.114
ID  - Jaya2020
ER  -